Baseball cards have been an integral part of the sport for over 150 years. Originally inserted loose in tobacco products as a marketing strategy, the cards eventually evolved to be packaged systematically in wax packs and boxes. This transition revolutionized how the cards were collected and traded.
In the late 1800s, manufacturers of chewing tobacco and cigarette brands like Allen & Ginter, Goodwin & Company, and American Tobacco Company began including promotional cards with images of baseball players in their products. The cards served as a novel advertising tactic to boost sales, especially among young boys who were fans of the growing professional baseball leagues. These original tobacco era cards from the late 19th century are now among the most valuable in the hobby due to their rarity and historical significance in the early development of baseball cards.
In 1909, the American Tobacco Company hired a printer named Walter Cook to mass produce baseball cards as a larger insertion in their cigarettes. His idea was to package the cards systematically in wax-sealed paper packs containing 5 cards each. This new format allowed for cards to be collected and sorted much easier compared to loose inserts in tobacco tins. It was also easier for the company to regulate distribution. Cook’s innovation of the wax pack is largely credited as the beginning of modern baseball card collecting.
In the following years, other tobacco brands and trading card companies adopted the wax pack distribution model. The cards inside could feature any number of early 20th century baseball greats like Ty Cobb, Babe Ruth, Walter Johnson or Cy Young. As the popularity of collecting grew, specialized non-sports cards also emerged in packs distributed by companies like World Color Printing and the Gum, Inc. corporation.
During World War II, shortages of materials like paper, ink and wax disrupted trading card production. After the war, the popularity of cigarettes among returning veterans helped revive the baseball card industry. In 1948, the Bowman Gum Company purchased exclusive rights to produce cards featuring players from the National and American Leagues. Their colorful photo-centric designs featured on the iconic “green-back” cards of the 1950s are still highly sought after by collectors today.
In the post-war era, card companies like Topps gained dominance by securing exclusive player contract agreements. Their innovative larger size cards in the 1950s included more statistics and biographical information on the back. Topps also pioneered color photography on cards. In 1955, they introduced the concept of including a special “short print” card that was scarcer in packs to entice collectors to buy more in hopes of finding a key card. This scarcity factor became a staple in the industry.
During the 1960s, Topps held a near monopoly by outbidding competitors for licensing rights. Their dominance led to less variation in designs year to year. They also introduced the first modern rookie cards of future Hall of Famers like Sandy Koufax that are extremely valuable today. The decade also saw the rise of regional and specialty sets distributed by smaller companies like Fleer and Kellogg’s to compete with Topps.
In 1981, Donruss broke Topps’ stranglehold by securing a license and producing the first competitive modern set in over 15 years. This ushered in an era of multi-company production that continues today. Companies utilize innovative designs, autograph and memorabilia cards to attract buyers. Insert cards with serial numbers and autographs of star players also became popular bonuses packed randomly. Technology has allowed for holograms, refractors and other enhanced production techniques.
While packs are still purchased primarily by casual collectors looking for the next star player card, breaking boxes of unopened packs has become a specialty hobby. “Breakers” livestream the unboxing online and sell individual cards to dedicated collectors. Wax boxes from vintage eras still packed in shrink wrap can fetch thousands of dollars unopened due to the potential hit cards inside.
After over 150 years, the baseball card has remained a constant in the sport’s culture. From loose tobacco inserts to the modern era of strategic pack distribution and breaks, the wax pack revolutionized how cards were collected and drove the growth of the hobby. It remains the predominant format for distributing new issues and enticing the next generation of baseball card collectors.
